Email Marketing for Business Growth
Read on to find out:
What email marketing is and why it’s important
What the Everlytic growth journey is and how it can support you
Why growing your skills through this growth journey is good for your business
What you need to know at each level to grow your email marketing skills and capacity
What is email marketing?
When businesses use email to promote products or services while developing relationships with potential customers or existing clients.
Why email marketing?
Cost effective: emails don’t cost a lot to send. Even bulk emails can be extremely cost effective for their marketing impact.
Excellent ROI: the highest ROI (return on investment) of all marketing activities, globally.
Easy to set up and integrate: with other platforms and systems like your CRM (customer relationship management), data base or online store to trigger automated marketing.
First-party data: you aren’t reliant on an external organisation or platform to reach your customers. E.g. If Instagram of Facebook is down or their business rules change, you have peoples contact details (email addresses) that they have shared with you directly.
The Everlytic Growth Journey has three basic levels and forms the ideal growth trajectory for anyone using emails for marketing or as a general communication tool for your business:
Bulk communicator – create and send out emails in bulk. You need a programme to manage your data base easily and compliantly to create, schedule and send emails.
Message Pesonaliser – you are familiar with bulk emailing and now want to explore personalisation. This could mean segmenting your customer base and sending tailored messaging and products to specific groups of people.
Communication Automator – when you are an advanced email marketer who is familiar with personalisation and sees the value of maximising it across the customer life cycle.
Why is the growth journey useful to SMEs?
Email marketing is often considered to be a tick-box exercise – The Everlytic Growth Journey will help you on your way to creating a meaningful experience from you can reap the rewards of business growth.
I consider myself to be in Level 1. Where should I start?
Growing a data base
Staying data-privacy compliant (buying email lists is very often a bad idea for engagement and your emails are likely to go to spam).
Design and copywriting
Email metrics – is your email getting delivered, read, opened?
How to manage your database and keep it clean?
Track your engagement levels – high engagement = healthy email list
If you are experiencing dwindling engagement (when people haven’t opened one of your emails in about a year), send them a ‘reengagement’ campaign. If they don’t engage, you need to remove them from your list.
If you see your engagement is dropping, you can send out surveys to try to find out more about your market.
Remove duplicates.
If someone unsubscribes, make sure that you remove them.
How do you track your ROI (return on investment)? A reporting dashboard will allow you to analyse a range of email elements:
Delivery rate – how good is your content? The worse the content, the more likely it will be sent to spam (lots of exclamation marks, sale sale sale).
Open rate – how good is your subject line?
Click rates – was your messaging valuable?
What is everlytic?
Bulk email platform that can help you grow your email marketing base
Easy email creation with drag-and-drop email templates that are device-adaptive
Access to key metrics and reports
POPIA – compliant data management
Personalisation and automation tools
Despite project management tools, direct messaging apps and social media, the number of emails sent for business year-on-year is ever-increasing and expected to continue to grow.
Which businesses are doing it really well?
Take a look at the Everlytic web page https://www.everlytic.com/ to see all of their case studies (https://www.everlytic.com/case-studies/ ).
